Nike launched a new sneaker subscription for kids aged two through ten, which is called Nike Adventure Club. The subscription is offered in three tiers: Four sneakers a year for $20 a month, six pairs for $30 a month or 12 pairs for $50 a month. Parents will be able to choose from around 100 sneakers.

Nike is hoping to help parents who don’t live near a shoe store, so they don’t have to drag the kids to try on shoes every few months to buy shoes that they outgrow every few months. Dave Cobban, general manager of Nike Adventure Club, addressed these problems, telling CNN Business, “We’ve discovered a huge pain point for parents around shopping for kids’ shoe. This was a great opportunity to experiment with different solutions.”